Eusebio, Rossano; Llonch Andreu, Joan; Pilar López … - In: International Journal of Contemporary Hospitality Management 18 (2006) 2, pp. 145-155
Purpose – Despite the importance of assessing business performance, there is limited research on the ways of measuring marketing effectiveness. Aims to redress this issue. Design/methodology/approach – This paper focuses on six categories of marketing effectiveness measures to compare the...